All arts organizations struggle with the same ongoing challenge: How do we cultivate loyal patrons and develop future audiences? As technology like mobile and social continue to become more integrated into daily life, a multitude of new channels for patron engagement are introduced. In the wake of so many engagement options, it’s easy to lose sight of the forest for the trees. With so many choices, it’s critical for arts organizations to begin by clearly defining their organizational vision. What is the ideal patron experience we strive to deliver? How can we stay true to this vision at each touch point with patrons and potential patrons? From your staff, to your website and social media presence, to your live events and your reputation in your local community, consistency and excellence are key. In this talk, we’ll discuss key considerations for defining and executing on your vision for delivering an exceptional patron experience -- from first engagement, to your event, and beyond.

1. David Maurer
@Vendini | #artsreachny2013
Presented to you by
What is Your Vision
for Delivering An Exceptional
Patron Experience?
Keeping your patrons connected & engaged.

2. Introducing… David Maurer
Product Marketing Manager, Vendini. Inc.
Consulted Non-Profit organizations since 1998
Worked in internet technology companies, such
as Wired
Mother sang in the San Francisco Symphony
Chorus
Father composed musical numbers for Hexagon
6 Years in Ticketing

3. Why are we here again?
What is your Patron’s Experience?
How does your Patron Engage?

4. Artists,
Presenters,
Musicians
have always
been
connectors.

5. Table of
Contents:
Tips for Building an Online
Community
{
{
State of Arts Marketing
Tips for Mobile Strategies{
Keeping up with new ways of
engagement{
{ Measuring Your Strategies

6. Learn the New Rules of Marketing.
Tell a story.
Keep it interesting.
Respect the Patron.
THE RULES
Goal: Keep the patron by enhancing their experience with you.

7. Connecting your patrons to a great show
is what makes it all worth it.

8. State of Arts Marketing:
Say they engage audiences before, during, and
after events.
77% Use social networks as a social barometer to monitor what
patrons and the public are saying about their organizations.
55% Have used crowdsourcing to help
program events
65%
Use the tools to learn more about their patrons via
more direct communications, online surveys, & polls
82%
How social media has redefined engagement.

9. Connecting with your Patrons has
taken on…
new forms of communication.

10. Today’s Patron
Connected 24-7
Consumer attention is spread thin. Marketing rules have evolved because of it.
9% pay attention to banner ads in 2000 à 0.2% pay attention in 2012
Source: http://news.solvemedia.com/post/37787487410/native-advertising-in-context-infographic

11. Patron Experience & Engagement
Consumers are 71% more likely
to make a purchase based on
social media referrals
70% believe consumer opinions
from total strangers
44% of marketing emails are
opened on smart phones
36% of online ticket sales are
made from smartphones
http://www.musicalamerica.com/specialreports/TICKETS_2013.pdf

12. Arts
Marketing
Common
Questions
How do I engage with a
patron long before & after
the show?
{
{
What are the newest
technologies & what do
they do?
What are things to
consider for a mobile
strategy?
{

13. Results of
These
Issues:
Not building out your
future audience base.
{
{
Not connecting with
advocates & influencers.
Opportunities for event
discovery is plateauing.{
Opportunities for
fundraising slipping away.{

14. An online
presence is
another way
for your
patrons to
connect with
you & your
organization.

15. You’re no longer just a venue.
You’re a familiar face.

16. Social Media Best Practices.

17. Social
Media
Common
Questions
How can I tell what’s working?
Is this worth my money &
time?
{
{
How do I handle all the
different social media
channels?
Even if I post to Facebook,
how can I see if it’s effecting
anything?
{

18. 1. Focus on a Few Channels

19. 2. Plan an Editorial Calendar

20. 3. Sincerity & Targeting is Key
How in-stream advertising can go wrong & right…

21. 4. Cultivate Influencers & Advocates
by getting to know them personally
• Mentions
• Shares
• Liked Posts
• #FF

22. Mobile Best Practices.

23. Mobile
Strategy
Common
Questions
What are things to consider for
a mobile experience?
{
{
{
How do I fix purchase
abandonment on mobile?
How do I make my purchase/
donate button more
prominent?

24. What is responsive design?
Try to find the purchase button.

25. Patron Experience Made Beautiful
Responsive Web Design across all devices enables a better patron experience.

26. Why mobile strategy &
responsive design helps
Respects the Patron’s Experience
1. Local searches within a 10-20 mile radius grew
to 80%
2. Purchase buttons are easier to find, on all
devices.
3. Consistent user experience conveys your brand
across all channels.
4. Helps make your site easier to find.

27. Measuring Your Strategy.

28. Measuring
Marketing
Common
Questions
{
{
{
I feel like I’m broadcasting, but
now what?
What metrics am I suppose
to be looking at?
How do I track where my
Patron is coming?

29. Analytics Cheat Sheet:
SOCIAL
Follower
Growth
Engagement
Level
Sentiment

30. Growth
Over Time
Visitors
+
Source
Level of
Engagement
Analytics Cheat Sheet:
WEBSITE

31. Free Analytics Tools to consider:
Website Social
*Hootsuite Klout
Bit.ly Facebook
Insights
Google Analytics
*Quantcast
*These services have a free version & paid version.

32. Why are we here again?
What is your Patron’s Experience?
How does your Patron Engage?

33. Because you want to share a great show.

34. Keep up with new ways of
engagement.

35. Keeping Your Ear to the Ground
will help you to engage new patrons
Location-based offers & event discovery
Gamification
Crowdsourcing
Emphasis on showing rather than telling
$
*

36. Crowdsourcing
The power of asking

37. Wanted to raise money for her
new album, artwork, & tour. So
she reached out to her
community.
Goal was to raise $100,000
Amanda Palmer, Dresden Dolls & Street Performer

38. Amanda Palmer, Dresden Dolls
Exceeded her pledge goals by $1.2 million!

39. Amanda Palmer, Dresden Dolls
She used her blog, twitter, every possible outlet to connect
with her fans
and they gave back.

40. Brattle Theatre
Their goal was $140,000 for
a new HVAC system & Digital
Projector
A Premiere art house cinema in
the Greater Boston area.

41. Brattle Theatre
Exceeded their fundraising goal by $9,580!

42. Brattle Theatre
No small feat on their own.
Their online community helped.

43. Roxie Theater
A great local partner and active
voice to the film community.
Schedule includes some of the
best experimental, repertory,
foreign, & independent
documentaries.
Goal was to raise $60,000

44. Roxie Theater
So they asked. They even had John Waters ask.
Give to the
Roxie Theater!

45. Roxie Theater
Exceeded their fundraising goal by $2,190!

46. How do you connect with your patrons?

47. Your Venue
Your Patron & Your Touch Points

48. Whether it’s through your box office or social media or your website,
give them a window into your world of work.
Stay
connected.

49. David Maurer
Product Marketing Manager, Vendini
dmaurer@vendini.com
facebook.com/vendini.inc @vendini
Stay Connected